Virgin to launch new group-wide loyalty scheme

Virgin Group has announced it will launch a Virgin-wide loyalty scheme in 2019.

Dubbed the Virgin Group Loyalty Company, it will use the same currency as Virgin Atlantic’s Flying Club scheme and be co-run by Delta, offering “unique and differentiated reward opportunities, to reward customer loyalty across Virgin branded companies”.

“Miles” earned as part of the Flying Club can be spent on a variety of Virgin products and services with the new programme – not just flights.

However, Virgin has said the Flying Club will still operate as Virgin Atlantic’s members’ platform for loyal customers and that they will still be able to earn and spend miles with Virgin Atlantic, Delta and other airlines and partners.

Virgin promises that Flying Club members will have access to “an expanded range of valuable ways to earn and spend miles that will be powered by the new Virgin loyalty programme”.

Virgin Red, a group-wide membership app that was introduced in 2015, will be incorporated into the new Virgin Group Loyalty Company concept.

Andrew Swaffield, formerly CEO of the Monarch group, will oversee the new scheme. He said in a statement: “Virgin is one of the most admired brands in the UK and across the world, serving 53 million customers each year across 60 companies. Customers expect to be rewarded for their loyalty to Virgin and we want to ensure Virgin customers get the very best rewards possible."

Oliver Byers, Virgin Atlantic senior vice-president of global sales and customer loyalty, said: “Today, Flying Club offers Virgin Atlantic’s customers compelling and valuable rewards for flying on Virgin Atlantic, Delta and a range of Flying Club partners.

“This will continue to be the case, but at the same time, we’re excited to work collaboratively with Virgin Group to build a stronger loyalty programme and unleash the power of our shared brand to reward customers for their loyalty to Virgin.

“We’ll be giving customers more reasons to join Flying Club and fly with Virgin Atlantic and our airline partners.”